Connecting an Outdated Website to Google & Launching International Online Sales

The Challenge

The company had a legacy website built between 2015–2018 on BigCommerce's outdated Blueprint framework. Over time, it became increasingly disconnected from modern search practices:

• No proper connection to Google Search or Shopping feeds
• Outdated SEO structure — invisible unless searching their brand name
• No listings on Google Marketplace
• Flatlining digital sales with no international reach

What I Did

• Upgraded to Stencil Framework: Migrated site to BigCommerce's modern Stencil architecture for better SEO and mobile responsiveness.
• Integrated with Google Tools: Set up and verified Search Console and Google Merchant Center, pushing through structured product feeds and sitemaps.
• Enhanced Product Pages: Applied schema markup, cleaned metadata, improved crawlability, and optimised all on-page SEO.
• Published to Google Shopping: Connected product catalogue to live Shopping listings with automated syncs from BigCommerce.
• Enabled International Visibility: Structured feeds and listings to allow for multi-country Shopping ads and indexing.

The Result

• 📈 10x increase in online sales
• 🌎 First-ever international orders from new global markets
• 🔍 Massive spike in organic traffic and Google Shopping impressions

Why It Mattered

This wasn't just a cosmetic refresh — it was a full SEO and Google infrastructure upgrade. I helped the client unlock entirely new channels of demand by modernising their platform and connecting them to where customers actually shop.